Jessica Lillian

Principal Editor and Content Strategy Manager

Author Insights


Bold at Work Profile: Cisco’s Integrated Partner Ecosystem Delivers Growth by Empowering Partners

Jessica Lillian August 21, 2020
  • For organizations that rely on channel partners, an internal go-to-market transformation also requires getting partners on board
  • Cisco received Return on Integration honors at this year’s Summit for its impressive work on its new partner ecosystem
  • The SiriusDecisions Channel Demand Model helped Cisco’s leaders identify its channel personas and create optimal enablement content
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Bold at Work Profile: How CME Group’s Aligned Go-to-Market Strategy Delivered the Most Successful Product Launch in Company History

Jessica Lillian August 7, 2020
  • At Forrester SiriusDecisions Summit, CME Group was recognized for its exemplary alignment among its sales, marketing, and product teams
  • Performance of the company’s Micro E-Mini Futures product, developed and launched in a highly competitive financial services market, exceeded leaders’ expectations
  • The CME Group executives who led the launch faced numerous risks and challenges but focused on precision and collaboration
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Bold at Work Profile: VMware Carbon Black’s Six Secrets of Revenue Operations Success

Jessica Lillian July 29, 2020
  • Despite a history of market success, VMware Carbon Black’s leaders noted operational issues that could be addressed through an improved revenue engine
  • The organization focused on six key principles to build out a revenue operations team and transform its go-to-market approach
  • Alignment between the sales, marketing, product, and customer success teams was critical throughout the process
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Bold at Work Profile: How Gigamon Transformed Its Marketing Organization and Exceeded “Ridiculously Ambitious” Goals

Jessica Lillian June 12, 2020
  • With a new CMO at the helm, Gigamon embarked on an initiative to build its nascent demand generation function
  • Using the classic SiriusDecisions Demand Waterfall®, marketing identified funnel shortcomings and reengineered its processes and strategies, achieving dramatic improvements
  • The new data-driven marketing organization was paired with a team of business development representatives to help Gigamon meet and exceed its ambitious goals
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At Summit 2020, Leading B2B Organizations Showcase What It Means to Be “Bold at Work”

Jessica Lillian May 26, 2020
  • This year’s Forrester SiriusDecisions Summit featured inspiring stories of transformative efforts at B2B organizations that yielded impressive results
  • At the individual, functional, and company-wide levels, the bold at work ethos calls for decisive actions and a willingness to take risks
  • Learn from the success stories of CME, Gigamon, VMware Carbon Black, Cisco, and the newly combined SAP and Qualtrics
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Loyalty, Hustle, and … Vanilla-Scented T-Shirt Packaging? The Johnny Cupcakes Playbook for Business Success

Jessica Lillian May 8, 2020
  • From selling practical-joke supplies to his high-school classmates to running a wildly popular clothing business, Johnny Cupcakes has always had a knack for giving his customers what they want
  • During his talk at the SiriusDecisions Summit, the entrepreneur told his fascinating life story and offered his principles of success
  • A similar focus on brand loyalty, continuous creativity, and strategic collaboration can help any B2B business thrive
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Why Not Both? How to Transform Your Buyer’s Journey While Increasing Revenue Efficiency

Jessica Lillian May 5, 2020
  • Devoting effort to revamping the go-to-market playbook and transforming the buyer’s journey might initially seem like a strange choice in a time of tightened budgets
  • At this year’s Summit, Phil Harrell explained why now is actually the perfect time to create a new and improved buyer’s journey
  • Keep an eye on the LTV/CAC ratio to increase efficiency and create a buyer’s journey that accommodates the preferences of today’s buyers
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TechX 2019 Case Study Preview: An Interview With 6sense

Jessica Lillian November 27, 2019
  • This year’s SiriusDecisions Technology Exchange will feature more than a dozen must-attend case studies showing how real-life organizations use the hottest B2B technologies  
  • Latane Conant, CMO of 6sense, recently spoke with us about her organization’s presentations at TechX
  • In addition to presenting a case study, 6sense will be hosting an educational lunch-and-learn session
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What Is Product Management? The Ultimate SiriusDecisions Guide

Jessica Lillian November 11, 2019
  • Modern B2B product management can be complex, with multiple cross-functional alignment points and increasing pressures to deliver successful products
  • Jeff Lash, vice president and group director of product management at SiriusDecisions, provides answers to frequently asked questions
  • From dispelling common myths about agile to exploring the product development process, this SiriusDecisions guide provides useful insights 
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Cracking the Code: The Secrets of High-Performance B2B Revenue Engines

Jessica Lillian October 10, 2019
  • Although ample data is available on what makes top organizations different, wading through all the numbers can be difficult
  • At Summit Europe, Phil Harrell and Meta Karagianni revealed the essential traits of high-performance revenue engines at B2B organizations
  • The SiriusDecisions B2B High-Performance Index includes 36 data indicators that can help sales, marketing and product leaders ensure their functions meet their performance potential 
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Summit Europe 2019 Case Study Preview: An Interview With Bigtincan

Jessica Lillian September 23, 2019
  • This year’s SiriusDecisions Summit Europe will offer several must-attend case studies showing how real-life organizations use the hottest B2B technologies
  • Bigtincan’s case studies will feature T-Mobile, Eaton and Corning Life Sciences
  • John Moore, VP of revenue enablement, recently spoke with us about his organization’s case studies
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No Tricks, No Illusions: Shattering the Myths of Agile “Magic” With a New Aligned Process

Jessica Lillian May 8, 2019
  • Agile may seem mysterious and elusive – especially to many marketing and sales teams – but an aligned approach is best to position the organization for success
  • Often associated with software development, an agile approach can deliver benefits across an entire B2B organization 
  • Jeff Lash and Cristina De Martini revealed the secrets behind so-called agile magic during their SiriusDecisions Summit 2019 keynote
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“I Want to Talk to the Leaders Here”: Common’s Inspiring Vision of True Leadership Kicks Off SiriusDecisions Summit 2019

Jessica Lillian May 6, 2019
  • Award-winning hip-hop artist, actor and activist Common kicked off SiriusDecisions Summit 2019 with a deeply inspirational keynote on what makes a leader
  • Being a true leader isn’t about the money or achievements – service, self-improvement and learning should serve as guiding themes
  • Common urged the B2B sales, marketing and product leaders in attendance at Summit to incorporate the principles of true leadership into their professional and personal lives
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Secrets of Sales Coverage Design Success

Jessica Lillian May 2, 2019
  • As organizations grow and evolve, developing sales coverage plans becomes more complicated
  • An effective sales coverage design process is an essential component of organizational change management
  • Join Anthony McPartlin and Robert Muñoz at SiriusDecisions Summit for a step-by-step process and helpful tool for getting sales coverage right
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From ABM to GDPR to Digital Transformation: 2018 in Review

Jessica Lillian December 20, 2018
  • Read our year-end roundup to get caught up on the most important SiriusDecisions insights you might have missed!
  • In 2018, account-based marketing, privacy regulations, digital transformation and other hot topics captured B2B leaders’ attention
  • Implementing marketing campaigns and enhancing sales intelligence were also top of mind, reflecting industry trends
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Three Ways Data Can Make or Break Your 2019 Channel Strategy

Jessica Lillian November 29, 2018
  • Channel leaders often don’t even realize they have insufficient data – or they’re focusing on the wrong data – until performance starts suffering
  • As suppliers restructure partner programs to accommodate new go-to-market models and partner types, data gathering becomes even more important
  • Focus on getting the right data for partner programs, demand generation plans and customer advocacy initiatives
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How to Improve Buyer Nurture by Letting Buyers “Binge-Watch”

Jessica Lillian August 9, 2018
  • Many B2B organizations give buyers bits of content gradually over the course of their lead nurture paths
  • Depending on their needs, some buyers may wish to consume all available content at once
  • Mervyn Alamgir of TIBCO recently spoke with SiriusDecisions about his latest insights into software trial users’ content preferences
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“It’s Not Just About the Technology”: The Story of Booz Allen Hamilton’s Digital Transformation

Jessica Lillian June 11, 2018
  • A true digital transformation requires more than buying technology – organizations must prioritize cross-functional alignment and collaboration
  • SiriusDecisions recently spoke with executives at Booz Allen Hamilton about the company’s ongoing transformation
  • Specific areas of focus included the marketing tech stack, employee engagement and change management
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The Top Tweetable Moments of SiriusDecisions Summit 2018, Day Two

Jessica Lillian May 10, 2018
  • The second day of SiriusDecisions Summit 2018 brought a full day of keynote presentations and specialized track sessions for every B2B role
  • Delegates enthusiastically tweeted their takeaways and reactions throughout the day, and we’ve rounded up the top tweetable moments
  • Keep watching the official SiriusDecisions blog for full-length recaps of the most buzzworthy Summit keynote sessions
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Ditch the Watering Can: It’s Time to Rethink B2B Lead Nurture

Jessica Lillian May 10, 2018
  • The classic garden-themed image of lead nurture no longer reflects the modern realities of these complex nurture programs and gives marketers false ideas of what nurture can accomplish
  • At SiriusDecisions Summit 2018, Erin Bohlin and Laura Cross presented the new SiriusDecisions Buyer Treatment Plan – a new model for improved lead nurture programs
  • Marketers should incorporate insights about buying groups, individuals’ preferences and other nuances when creating nurture plans
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